Senior Director of Lifecycle Marketing

The Senior Director of Lifecycle Marketing will lead lifecycle marketing as a core revenue function, with ownership over retention, customer lifetime value, subscription growth, and lifecycle-driven revenue across channels including email, SMS, direct mail, and subscription programs.

This leader will develop the overarching lifecycle strategy, build scalable retention systems, and lead cross-functional execution to improve both short-term revenue performance and long-term customer value. The ideal candidate brings deep experience owning lifecycle revenue and retention metrics, not simply campaign execution. They are analytical, highly strategic, and able to translate customer behavior into scalable programs that drive measurable business impact.

Responsibilities

Own Lifecycle Revenue and Retention Performance

• Lead lifecycle marketing as a core revenue channel with accountability for retention, repeat purchase rate, customer lifetime value (LTV), contribution margin, and subscriber revenue performance
• Develop strategies that maximize long-term customer value while supporting near-term business goals

Develop and Execute Lifecycle Strategy

• Create and lead a comprehensive lifecycle marketing strategy spanning onboarding, retention, engagement, and reactivation
• Align lifecycle initiatives with broader company revenue and profitability objectives

Optimize the Customer Journey

• Own and improve the end-to-end customer experience from first purchase through repeat purchases and subscription engagement
• Improve key metrics including product adoption, time to second purchase, retention, and overall customer engagement

Lead Subscription Growth Initiatives

• Drive subscription growth through improvements in conversion, post-purchase upsell, retention programs, and ongoing engagement strategies
• Optimize subscription economics including attach rate, churn reduction, and subscriber LTV

Manage Revenue Optimization Programs

• Partner cross-functionally to optimize pricing communication, promotional strategy, bundling, upsell/cross-sell initiatives, and incentive structures
• Balance conversion performance with profitability and brand positioning

Oversee Lifecycle Campaigns and Automation

• Own lifecycle campaign planning and execution across key customer touchpoints including welcome, cart abandonment, replenishment, post-purchase, and win-back programs
• Ensure lifecycle marketing supports major launches, promotional periods, and company initiatives

Drive Testing and Performance Optimization

• Build and manage a robust experimentation roadmap across lifecycle channels
• Continuously improve conversion, average order value (AOV), engagement, and revenue performance through testing and analysis

Own Lifecycle Platforms and Operations

• Manage lifecycle marketing platforms and tooling, ensuring strong execution across segmentation, automation, deliverability, reporting, and compliance
• Establish scalable operational processes and reporting frameworks

Lead Team and Cross-Functional Collaboration

• Build, mentor, and manage a high-performing lifecycle marketing team
• Partner closely with Growth, eCommerce, Product, Customer Experience, and Creative teams to ensure lifecycle initiatives are integrated into broader go-to-market efforts

Qualifications

• 8 years of experience in lifecycle marketing, CRM, retention marketing, or related disciplines
• Proven experience owning lifecycle revenue, retention, or LTV metrics
• Experience within direct-to-consumer (DTC) or consumer-focused brands
• Strong background supporting subscription or repeat-purchase business models
• Experience building lifecycle programs and retention strategies from the ground up
• Hands-on experience with lifecycle marketing and automation platforms such as Klaviyo, Attentive, or similar tools
• Experience leveraging direct mail within performance marketing programs is a plus
• Strong leadership, communication, and cross-functional collaboration skills
• Highly analytical with a deep understanding of customer behavior and retention drivers
• Systems-oriented thinker who can connect lifecycle strategy with product, customer experience, pricing, and broader business objectives